In Swedish, omse means to care. That's what we do.

The average woman uses 7 to 15 beauty products every day and is still searching for the next one. I don’t think more is the answer. I think it’s the problem. Caring for your skin shouldn’t feel like a part-time job.

OM-SE is Swedish functional skincare for people like me, who want great skin, not a complicated beauty routine. A few products with many uses, built on exceptional natural active formulas that do the work for you.

And like most good things, OM-SE started with a personal problem.

Jenny Huurinainen, co-founder OM-SE

In 2016, on maternity leave, I reached a breaking point. I had spent almost two decades hating my unbalanced, hormonal skin. Everything I tried seemed to make it react rather than calm down. Inspired by the FODMAP methodology and several years of research, I took matters into my own hands and formulated products that would heal my skin and simplify my life. With a baby on my hip, skincare needed to be quick.

When you strip back the filler and marketing ingredients, the unnecessary steps, and focus only on what your skin actually needs, something changes. The skin calms down. It rebalances. It starts to feel like itself again.

OM-SE how it started

Since the original intent was to balance my own skin, I focused purely on skin needs and didn't formulate the way the conventional skincare industry does, like adding cheap filler ingredients to improve margins or focusing on one marketing ingredient per product to sell more products. Instead, I did the opposite.

I excluded all ingredients that didn't support the skin, and focused only on plant-based, high-performance ingredients. That made all the difference. I have used OM-SE twice a day since, and my skin has never looked or felt better. 


Hundreds of formula versions later, and years of product refinement based on feedback from dedicated test users and formulation experts. OM-SE was launched in late 2020 and is funded and run by me and my husband Jacob (he's an Art Director and Graphic Designer by trade and the star behind our branding). 

We believe the best skincare is the kind you stop thinking about.

🤍 Jenny Huurinainen
Co-founder and Product Formulator

PS.
Please feel free to reach out by email or via chat on the site. I'm happy to help and will reply personally to all questions!